Magic Mishap

As lead art director and creative producer, I created the concept and led the execution of SOJO’s first billboard campaign. Across London for a month, the objective of the campaign was to challenge the culture of disposability within the fashion industry and champion SOJO as the chosen place to go for repairs and alterations. 

 

Taking high fashion’s sensual visual language (from the likes of Helmut and Lang and Jill Sander) I wanted to champion the wears and tears of loved clothing on various body shapes. Capturing the elusive and sensual nature of clothes that are worn in, the goal was to make clothing repairs and tailoring something to be desired after. Reframing the archaic tailoring industry for a new millennial and gen-z audience.